Annual campaign continues through Nov. 30

The cause is worthy and the goal can be easily achieved, with a little help from our friends.

Gannett Wisconsin Media is sponsoring its fourth annual Stock the Shelves challenge campaign in an effort to raise $25,000 over the next seven weeks to fill the shelves at five area food pantries.

We're asking individuals, businesses and organizations to lend a helping hand to the less fortunate among us as the holiday season draws near.

Participating pantries include St. Vincent DePaul, Peter's Pantry and the Salvation Army, all of Manitowoc; the Two Rivers/Mishicot Ecumenical Pantry, in Two Rivers; and United Ministries, in St. Nazianz.

You will find forms in the newspaper that detail how to participate. It is an easy process and those who contribute will be recognized in the newspaper.

Recognition, however, should not be the main motivation. We all know someone who, for one reason or another, needs a helping hand. The need can be particularly acute during the holiday season, when plenty is seemingly everywhere.

The holly and the jolly, however, can belie a harsh reality that many families and individuals face — the need to provide the basics of life such as food. We want to help, and hope you will join the effort to stock the shelves.

Some area businesses are already on board. Americollect, GT Machine, Investors Community Bank and Aurora Health Care have pledged to match the first $500 collected. We hope other businesses will join them in donating to the effort.

Stock the Shelves has raised more than $60,000 over its first three years. That is a good amount, but we'd like to see the program grow stronger this year. The need is great. Peter's Pantry in Manitowoc serves about 250 families each week.

This September alone, the Two Rivers/Mishicot pantry served 810 adults and 417 children, up significantly from the same month a year ago.

A survey conducted in 2009-10 found that 3,000 households in Manitowoc County don't regularly get enough to eat, and that more than 2,000 children live in poverty.

Those are the most recent numbers available, but the local and national economies continue to lag and we don't suspect the situation has changed dramatically.

The food banks can only continue their mission with our help. The sacrifice involved in giving often is not easy. It is more difficult, however, to be in need and have nowhere to turn. Let's ensure that doesn't happen by stocking those shelves. Every little bit helps.

"In the spirit of the holiday season, it's important to consider those who need our help in the community," according to Lowell Johnson, general manager and advertising director of the Herald Times Reporter and Lakeshore Chronicle. "Every donation, no matter how large or small, is important."